We’re often asked several questions about the use of research for creative projects. There is a wide spectrum of research that can be used in these projects.

1. Research and Creative Projects
Marshall Strategy
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2. 2
What’s the best way to use research?
We’re often asked questions about the use of research for creative projects:
When should we
begin to incorporate
research?
What kind
of research
should we do?
How much
research
should we do?
© Marshall Strategy 2014
Will research
answer all of
our questions?

3. 3
Research recommendations
While it’s possible to do research to inform and validate any initiative,
there are three situations in which research can be absolutely vital:
Big-brand bets:
When you’re betting the company on something big and
need to know you’re on solid ground.
Company cultures:
If your organization is filled with data-driven decision-makers
or is a hierarchical environment, where ideas need to be
sold up through layers of management.
Gut-checks:
When you’re working on a creative-driven project that is not
high risk (like a new flavor of an existing line of drinks) but
you need to check interest before investing.
© Marshall Strategy 2014

4. You know that you need research,
but what type should you invest in?
There is a wide spectrum
of research that can be
used in creative projects.
4
© Marshall Strategy 2014

5. 5
The research spectrum
Research can impact the creative product to varying degrees.
© Marshall Strategy 2014
5
Pure
Creative
Research will not
influence the
creative product
1
Pure
Research
Research will not
provide the
creative product
2
Research
Driven
Research will
determine the
creative product
3
Research
Informed
Research will
inform the
creative product
4
Creative
Driven
Research will
influence the
creative product
R
E
S
E
A
R
C
H
C
R
E
A
T
I
V
E

6. 6
How much research do you need?
The type and amount of research you need depends on a number of variables.
Rely more on research if you:
• have more time
• have a large budget
• seek reduced risk
• are data-oriented decision makers
© Marshall Strategy 2014
Rely less on research if you:
• have less time
• have a smaller budget
• are willing to take risks
• are visionary decision makers
1
Pure
Research
2
Research
Driven
3
Research
Informed
4
Creative
Research
5
Pure
Creative
R
E
S
E
A
R
C
H
C
R
E
A
T
I
V
E

7. 7
When should you conduct research?
Where your project falls on the spectrum impacts when you should do research.
© Marshall Strategy 2014
Comprehensive:
• Identify issues early
• Test ideas midway
• Perform final check at the end
Minimal:
• Test ideas midway
1
Pure
Research
2
Research
Driven
3
Research
Informed
4
Creative
Research
5
Pure
Creative
R
E
S
E
A
R
C
H
Moderate:
• Identify issues early
• Test ideas midway
C
R
E
A
T
I
V
E

8. Our Take
8
If you can do research at only one point in your project:
Don’t do it at the beginning when you still have a concept to test.
Don’t do it at the end when it’s too late to guide you to the right path.
Do it in the middle of your project when you’ll be able to test your goals
and adjust your concept if you see that you’re not on the right track.
© Marshall Strategy 2014
For more information
www.marshallstrategy.com